For nearly four decades, Dockers was more than just a clothing brand — it was a symbol of office comfort and casual style. But now, Levi Strauss & Co. has officially sold the Dockers label as it shifts focus to denim and athleisure. As workplace styles evolve, here’s a look at what this sale means, why it happened, and what’s next for the Dockers brand.
Levi’s Sells Dockers to Authentic Brands
Levi Strauss, the San Francisco-based denim company, has agreed to sell Dockers to New York’s Authentic Brands Group. The deal is worth up to £307 million ($391 million). The sale is expected to close in the U.S. and Canada by July 31, 2025, and internationally by early 2026.
This move allows Levi’s to focus on its core products — especially its famous denim jeans and the growing athleisure brand Beyond Yoga, which it purchased in 2021.
The Legacy of Dockers
Dockers was launched in 1986 and quickly gained popularity among professionals who wanted a relaxed, yet neat, alternative to jeans or formal trousers. Its khakis became the outfit of choice for “Casual Fridays,” changing how office workers dressed across America in the 1990s.
Dockers played a major part in the casual workwear revolution. For many, the name Dockers became another word for comfortable, office-ready pants.
Levi’s CEO Reflects on the Brand’s Journey
Michelle Gass, CEO of Levi Strauss, thanked the Dockers team for their work and called the brand “the authority on khaki.” She said the sale would help Levi’s focus more on its strongest growth areas, like denim and athleisure, both of which are now in high demand as fashion trends move towards comfort.
What’s Next for Dockers?
Dockers isn’t going away. The new owner, Authentic Brands Group, plans to revive the brand and grow its influence again. The company already owns and manages other famous names like Reebok, Nautica, Brooks Brothers, Marilyn Monroe, and Elvis Presley.
Authentic Brands doesn’t make products themselves. Instead, they license out the brands they own to other companies who then produce and sell the products. CEO Jamie Salter said Dockers still has strong potential and could play a big role in modern casualwear.
Why Levi’s Made the Move
Levi’s decision comes at a time when fashion is changing. After the COVID-19 pandemic, more people began working from home or in flexible office environments, which led to a strong shift towards casual and comfortable clothing. People now prefer stretchy trousers, leggings, and soft fabrics — styles that fit into the growing athleisure trend.
An analyst explained that “comfort is king” in fashion today. Athleisure — clothes you can wear both to relax and look good in public — is now the norm for many people.
Levi’s Bets Big on Denim and Beyoncé
While Dockers is exiting the Levi’s family, the brand itself is investing heavily in denim again. Levi’s has launched high-profile ad campaigns featuring global superstar Beyoncé. In one campaign, she recreated the classic 1991 Pool Hall ad wearing sparkling denim. In another, she paid tribute to the 1985 Laundrette ad, famously starring model Nick Kamen.
These stylish and modern campaigns have helped Levi’s reconnect with its roots and appeal to new customers. Levi Strauss made a profit of £168 million ($210.6 million) last year, with total sales of around £5 billion ($6.36 billion).
The sale of Dockers marks the end of an era for Levi Strauss but opens the door for a fresh chapter under Authentic Brands Group. Dockers helped define office fashion in the 1990s and changed how people dressed for work. Even though it’s no longer part of Levi’s, Dockers is expected to keep growing and evolving. The shift reflects how fashion continues to change, with comfort, ease, and versatility leading the way.